Local Service Website: Getting on Front Page Google?

Basically I have a friend whose relative has a local tree care business. Their site is completely from top to bottom all "whitehat". Organic (local) traffic, webdesign was paid for, etc etc etc. Absolutely nothing fishy and I'd like to keep in line with that therefore why I'm posting in this section. Basically here's the recap:

She's second on "Hampton Roads Tree Removal" when typing that on Google

She wants to be higher on "Hampton Roads Tree Care" (ditto)

I really haven't done pure whitehat SEO'ing for a website before. If anyone has any tips and advice I'd sure appreciate it.

One thing that pops into my head after experiences I've had with past clients is this: "You're #2 in Google and that's not good enough, you need to be #1"? Now there's nothing wrong with wanting to being #1 but these sort of expectations from clients have been an indicator that they have HIGH expectations, the kind of client who may never be happy. The kind that calls you every other day saying "I fell to #3 in Google today - do something about it immediately!". They may not be like that but it's just a little something to keep in mind.

As far as trying to build/maintain those rankings, I would suggest that some bookmarking, some article marketing and a few press releases and it shouldn't be hard to maintain those rankings for a local business. You could do some web 2.0 things, like a Squidoo lens. Nothing will truly guarantee a #1 spot though.

Have you checked out the competition above her? How many links do they have for those anchors? How old is the site compared to hers? How is her on-page SEO?

Local rankings are usually very simple. Many times if you brush up the on-page SEO and build some quality links to the site that is enough. Another thing to make sure that she is listed in Google Local Maps for her business. If her business name is related or the same to any of the anchor she wants to go after she will usually come up above the organic listings. They use to allow different names to be used, but are cracking down on that and only the business name can be used now.

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